‘I want a view on SSPs’: Advertisers are getting in the weeds of programmatic auctions

Advertisers’ attempts to secure more control over how they bid on programmatic ads are intensifying.

It’s dawning on programmatic spenders like BT and Deutsche Telekom that they have a limited view of what happens to their money once bids are made by demand-side platforms. The way to follow that money trail depends on the advertiser, but the overarching goal is the same.